Weetabix has a wake up call

Weetabix is relaunching its brand identity this week with brand design and packaging by London consultancy Jones Knowles Ritchie. The new packaging targets a broader, younger market in the face of growing competition.

In a bid to differentiate the product on-shelf, JKR has removed the traditional breakfast bowl product shot from the box and strengthened the presence of the brand’s trademark yellow. It has incorporated the Weetabix logo into a wheatsheaf lozenge to “make the pack more confident and contemporary”, according to JKR joint-managing director Andy Knowles.

“Our approach was to update and refresh the Weetabix brand to attract younger consumers, without alienating its core customer base or losing its inherent identity,” he adds.

JKR deputy creative director John Ewles says the design work aims to reaffirm Weetabix’s credentials. “The equities of the cereal brand have got muddled over the years – we have made the packaging less passive by injecting energy into the yellow lozenge,” he adds.